Planning for the East: Are you culturally equipped to take on the Chinese market?
Joanna Foyle
Introduction
China is seen as one of the most important markets for many international businesses. With a population of 1.4 billion and a booming economy, clients understand the great opportunities that the Chinese market provides. According to the latest International Advertising Forecast, China is anticipated to deliver 11.5% growth on adspend by the end of 2012.
With so much opportunity in the east, western companies are understandably eager to be a part of this lucrative business. It is known and understood that communications are...